On Shaftesbury Avenue, Sushinoya Chinatown officially opens later this week (17 October) and joins the original Sushinoya site in St Pancras.
A further site is set to open in Charing Cross next month.
Positioned as a flagship that will be used for brand campaigns, events and collaborations, the latest addition to the fledgling group will offer an expanded sushi range including premium options such as chutoro tuna, hamachi and eel.
It will also offer new hot bento options and sides alongside additional options for halal, vegan, and gluten-free diners.
Launched in April this year, Sushinoya says it is aiming to fill a gap in the market for ‘high-quality sushi that doesn’t compromise on freshness or flavour’.
“Most grab-and-go sushi shops today rely on digital screens or pre-packed boxes from the fridge, where you often don’t know who made it or how fresh it is,” Kim says. “We’re doing the opposite, bringing the craftsmanship and care of traditional sushi into a convenient, on-the-go format without compromising quality.”
Kim - who founded Wasabi in 2023 but is no longer involved in the business - is also behind Korean grab-and-go restaurant Kimchee which currently operates a single site in London’s St Pancras Square.
He also holds the master franchise rights to ramen brand Kineya Mugimaru in the UK and Europe and has launched four restaurants under the brand in London and further site in Cambridge.